How a new logo and website can unlock your potential

In our latest client case study, we explain how we helped Potentia Partners Limited establish their brand, including a full website build and logo re-design.

Top takeaways: collaboration is key and quality branding is an ongoing process.

As such, Potentia Partners approached TOMD in need of three specialist services:

brand identity
logo development
website creation

The power of brand identity

Presented with just a name, logo and domain, we were tasked with refining the company’s brand identity. Branding work entails everything from choosing a new colour palette to creating key messages for use in promotional materials. To get to the final product, companies go through a process that includes defining values and developing a consistent tone of voice.

To find the right clients, Potentia wanted a brand that could target national (and eventually international) clients in professional industries. To achieve this, the messaging and design would need to resonate with corporate decision-makers.

A good brand is about so much more than a website. Beyond getting a website live, Potentia Partners were looking for a scalable brand presence that could lay the foundation for growth and support future expansion, followed by a content plan that could sustain this image for the long term.

A logo to match the brand

Alongside the wider task of brand development, our design team took on the important task of creating a new logo to match. Previously, Potentia had used a very basic logo, designed quickly without full-scale brand identity work. As such, it did not convey clearly the brand’s desired image and professional unique selling point.

To accompany the full brand building, we were therefore also tasked with creating a logo that could convey the company’s bespoke and confidential unique selling point. We mocked up designs including a set of logos with the client’s initial preferred imagery (a key in a lock). In the end, this image evolved into a blue shape with upwards-pointing arrows, a sleek design that communicates the company’s professionalism and simplicity, as well as hinting at how Potentia can help clients find their new direction.

A bespoke website

The final part of the brief was the creation of a bespoke website. As a new executive search firm, Potentia’s web presence is a crucial part of its ability to attract new clients and highlight its unique position in a crowded market.

Initially, we created a “coming soon” page, which would be replaced by a full website to coincide with the company’s public launch of its new image. Our specialist web design team created a sitemap, suggesting required webpages and the internal structure that would optimise user experience. Designing a site that reflected Potentia’s expertise and values involved implementing much of the work from the brand identity stage to ensure a consistent image.

Here, our content, design and technical support teams worked closely to ensure the words matched the imagery, and everything worked in harmony. Beyond the build phase, our assistance with Potentia has included ongoing hosting support and SEO support, for example submitting the sitemap to Google.

A professional brand presence

We created a brand identity, logo and bespoke site that communicates credibility and reflects the company’s personality and expertise in executive search. We were also able to provide professional imagery in the form of a stock library to match the desired professional appearance.

To create a full brand identity from scratch involves consideration of many factors: colours, tone of voice, logo, website and content. Working across teams, our collaborative approach ensured that the end result reflected the client’s vision, while producing a polished website that matches the client’s values and key messages.

This project was a full year in the making, as we worked through the natural process of the client’s evolving priorities and the creation of significant amounts of collateral, from social media banners and an email signature to a PowerPoint template, designed case study document and social media graphic.

A logo to match the brand

The project required a fully flexible approach, as the client’s priorities evolved throughout the process. Understandably, when a client is so busy with their own work, availability at times can be limited, further emphasising the importance of communication and collaboration. The client took a thoughtful approach, often revisiting decisions – which added time onto the process but ensured the final outcome truly reflected their values.

“I want to say how brilliant the team have been in getting the website together. I appreciate all of their efforts on this. If anyone I know required a website or marketing support I would definitely refer them to TOMD. Thank you to all of the team!”

Kristian Lee, Potentia Partners

A major undertaking

The whole TOMD team was proud of what was achieved.

Nicola Bradbrook, Head of Creative, said:

“The kick-off meeting enabled us to really understand Kristian’s vision for what he wanted – and just as importantly, what he didn’t. Together, we refined those ideas into a brand that truly reflected his brand heart: its purpose, vision, mission, and values. The goal was to create an identity that felt diverse, inclusive, and approachable, yet sophisticated enough to resonate with high-level executive and board-level audiences.”

The final result is a clean, forward-thinking brand supported by imagery that showcases both sector breadth and professional expertise. Our delivery included a full logo suite, colour palette, brand imagery, video, website design and build, social media assets, Outlook email signature, and PowerPoint templates.

Our team loves building websites and fleshing out brand identities, always taking the time to understand your priorities and approach. To unlock the potential of your company, get in touch today.

Case studies

Here are some examples of our recent work

Let’s talk

Find out how TOMD can add value to your business

Whatever brand image you want to achieve, we’re here to make it a reality. At TOMD, we have been the preferred marketing partner of financial services, legal and accountancy professionals for decades. By working closely with you and your priorities, we can help you create a cohesive brand that positions your business for long-term success.